Retail and online marketers take note: Despite the pandemic growth of e-commerce, recent research indicates that consumers still prefer to shop in traditional retail stores vs. online, as reported by Marketing Charts. A survey of U. S. adults conducted in February by Morning Consult showed that, when asked how they "typically prefer" to shop, 41 percent of all adults said in a store and 29 percent said online. For adults with household income less than $50,000, the difference was even more dramatic: 45 percent in a store vs. 27 percent online. The variation across generations was also notable: Baby Boomers by far prefer shopping in a store (47 percent in a store vs. 24 percent online). Gen Xers are next (41 percent in a store vs. 30 percent online), followed by Gen Zers (38 percent in a store vs. 30 percent online) and then Millennials (36 percent in a store vs. 34 percent online).
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